8 E-mail Marketing Tips for Financial and Insurance Advisors

E-mail marketing is all about communicating important messages, updates, tips and promotions to recipients that have opted into receiving such emails.  E-mail marketing is an essential element of any marketing strategy and an efficient way to stay connected with your clients while also promoting your business. Despite the rise in popularity of social media, e-mail is still alive and kicking. Email marketing helps to communicate and build relationships with prospects and clients, and helps boost marketing ROI.

The objective of e-mail campaigns is to help connect you with your clients, drive more traffic to your website, and ultimately lead to new business.   Sounds simple enough, right? With the amount of e-mail people receive daily, it can be difficult to make your email stand out from the crowd. Getting people to open your e-mail is a hurdle many marketers find hard to overcome. So, what are some tactics that you can do to get more eyeballs reading your e-mail content? Let’s take a look at some techniques to improve the results of your campaigns:

1) If you know their name, use it!

Studies have shown that if people see their name in the subject line of an e-mail, they are more likely to open it. If they see their name in the body of the email, they are less likely to unsubscribe. People appreciate messages even more when they are personalized.

2) Send your email from a person, not the company.

When you send e-mail from a real person, your email open rate increases. During several tests with over 50, 000 recipients, Hubspot found that personalizing the sender name and email address increased the open rate an average of 3%.

3) Design for today’s devices

Create your e-mails so that they look just as good when opened on a mobile device. Responsive design provides a better experience no matter what device your visitor is on. Approximately 65% of e-mails get opened first on mobile devices so it is important to deliver a great user experience from the start.

4) Don’t include the entire message in your email

Include just enough in your e-mail to explain the value and benefit to them if they click the link. Try to look for opportunities to break your content up into smaller chunks and point readers back to your website, blog or landing page to read more.

5) Consistency

Send your e-mail campaigns at roughly the same times and on the same days so that your audience starts to expect an e-mail from you.

6) Educate first, sell second.

Send content that is meant to help your audience, rather then sell to them. When you freely give your audience something valuable that they’d be willing to pay for, it helps to build trust which can be a powerful selling tool.

7) Place a small headshot next to your signature.

This helps to infuse some more personality into your e-mail and puts a face to your name.

8) Create a catchy subject line

Be specific enough to explain what your newsletter is about but also creative enough to give your e-mail some personality and help it stand out from other e-mails sitting in your audiences’ inbox. Don’t be afraid to do some testing and refining around your subject lines, content and formatting to see what works best for your audience.

Despite all the marketing talk these days about social media, e-mail is still effective in building relationships and attracting customers to your business. E-mail marketing can help nurture leads and pull them through the buyer journey for you.  Try implementing these 8 techniques to help engage your audience and improve the performance of your e-mail marketing campaigns.

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What are some of the tips that you’ve followed to increase your e-mail marketing open rates?